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Executive Certificate in Digital and Social Media Marketing

Course Code
Application Code
Study mode
Start Date
05 Dec 2023 (Tue)
3 months
Cantonese, suppl with teaching materials in Eng
Course Fee
Deadline on 04 Nov 2023 (Sat)
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Special Announcement: Hybrid mode delivery with face-to-face teaching in classroom and online teaching with recording are offered while situation may allow. Restriction on face-to-face delivery may be imposed depending on the COVID pandemic situation.


This programme focuses on the practical aspects of designing and planning a digital and social media marketing campaign, as part of the overall marketing strategy.

In addition to introducing the basic evergreen principles of running successful digital campaigns, the programme also helps students understand the new tools, trends, and best practices that digital marketers should be aware of.


Programme Details

Programme structure

Overview of Digital and Social Media Marketing

  • Roles of digital marketing and social media in marketing
  • Latest trends in digital and social media marketing
  • 360 degree multi-channel communications
  • Changes in consumer journey and customer engagement
  • Customer segmentation and customer persona
  • Integration among paid, earned and owned media

The Tools

  • The landscape of digital and social media marketing channels
  • Search Engine Optimization
  • Search Engine Marketing and Google Ads
  • Native Advertising
  • Content Marketing
  • Mobile Marketing
  • Social Media Marketing

Digital Campaign Design and Optimization

  • Formulating objectives and defining target audience
  • Budget planning
  • Role of data, metrics, KPI in digital marketing


Assessment will be based on a group project presentation.


"Executive Certificate in Digital and Social Media Marketing" will be awarded within the HKU System through HKU SPACE to those who have successfully completed the assessment and attended at least 70% of classes.



Mr Roger Kan

Strategic Partnerships Director, APAC
Cosmose, Inc.

Roger is a team leader with an entrepreneurial mindset in the fast-paced startup environment with a successful track record of leading award-winning campaigns, E-Commerce and app launches in APAC markets. He possesses 9 years of experience in key account management in the luxury, beauty, and hospitality industries.

* Lecturers are subject to change based on his/ her availability. 

Application Code 2160-EP120A Apply Online Now
Apply Online Now

Class Details

Classes will be held on 10 Tuesdays. 

Class dates and times:

01 Dec 5, 2023

7:00 pm-10:00 pm

02 Dec 12, 2023
03 Dec 19, 2023
04 Jan 2, 2024
05 Jan 9, 2024
06 Jan 16, 2024
07 Jan 23, 2024
08 Jan 30, 2024
09 Feb 6, 2024
10 Feb 20, 2024
  • The programme team reserves the right to change the above timetable if necessary
  • All classes are subject to sufficient enrolment

Entry Requirements

Applicants shall hold:

(a) a bachelor's degree awarded by a recognized university or equivalent, or

(b) an associate degree/ a higher diploma or equivalent, and have at least 2 years of work experience, or

(c) possess relevant professional qualifications.

Applicants with other qualifications and substantial work experience will be considered on individual merit.


Application Fee

HK$150 (Non-refundable)

Course Fee
  • Course Fee : HK$6,000


Online Application Apply Now

Application Form Application Form

Enrolment Method
Payment Method
1. Cash, EPS, WeChat Pay Or Alipay

Course fees can be paid by cash, EPS, WeChat Pay or Alipay at any HKU SPACE Enrolment Centres.

2. Cheque Or Bank draft

Course fees can also be paid by crossed cheque or bank draft made payable to “HKU SPACE”. Please specify the programme title(s) for application and the applicant’s name.. You may either:

  • bring the completed form(s), together with the appropriate course or application fees in the form of a cheque, and any required supporting documents to any of the HKU SPACE enrolment centres;
  • or mail the above documents to any of the HKU SPACE Enrolment Centres, specifying  “Course Application” on the envelope.  HKU SPACE will not be responsible for any loss of payment sent by mail.
3. VISA/Mastercard

Applicants may also pay the course fee by VISA or Mastercard, including the “HKU SPACE Mastercard”, at any HKU SPACE enrolment centres. Holders of the HKU SPACE Mastercard can enjoy a 10-month interest-free instalment period for courses with a tuition fee worth a minimum of HK$2,000; however, the course applicant must also be the cardholder himself/herself. For enquiries, please contact our staff at any enrolment centres.

4. Online Payment

Online application / enrolment is offered for most open admission courses (course enrolled on first come, first served basis) and selected award-bearing programmes. Application fees and course fees of these programmes/courses can be settled by using "PPS by Internet" (not available via mobile phones), VISA or Mastercard. In addition to the aforesaid online payment channels, continuing students of award-bearing programmes, if their programmes offer online service, may also pay their course fees by Online WeChat Pay, Online Alipay and Faster Payment System (FPS). Please refer to Enrolment Methods - Online Enrolment  for details.


  • If the programme/course is starting within five working days, application by post is not recommended to avoid any delays. Applicants are advised to enrol in person at HKU SPACE Enrolement Centres and avoid making cheque payment under this circustance.
  • Fees paid are not refundable except under very exceptional circumstances (e.g. course cancellation due to insufficient enrolment), subject to the School’s discretion. In exceptional cases where a refund is approved, fees paid by cash, EPS, WeChat Pay, Alipay, cheque or PPS (for online payment only) will normally be reimbursed by a cheque, and fees paid by credit card will normally be reimbursed to the payment cardholder's credit card account.
  • In addition to the published fees, there may be additional costs associated with individual programmes. Please refer to the relevant course brochures or direct any enquiries to the relevant programme team for details.
  • Fees and places on courses cannot be transferrable from one applicant to another. Once accepted onto a course, the student may not change to another course without approval from HKU SPACE. A processing fee of HK$120 will be levied on each approved transfer.
  • Receipts will be issued for fees paid but HKU SPACE will not be repsonsible for any loss of receipt sent by mail.
  • For payment certification, please submit a completed form, a sufficiently stamped and self-addressed envelope, and a crossed cheque for HK$30 per copy made payable to "HKU SPACE" to any of our enrolment centres.